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- Title
The Mediating Effects of Perceived Value Between the Relationship of Social Media Marketing and Purchase Intention.
- Authors
Yap, Tyron W.
- Abstract
The objective of this study is to test the mediating role of the dimensions of perceived value--conditional, epistemic, monetary, social, convenience, and emotional--between the relationship of social media marketing and purchase intention, in online hotel booking sites. Partial least square structural equation modeling (PLS-SEM) was employed to test all 19 hypotheses. Results revealed that social media marketing positively and significantly influences the dimensions of perceived value, as well as purchase intention. Also, convenience value and conditional value are positively and significantly related to purchase intention. In terms of the mediating effects, it was found that both convenience value and conditional value have a mediating effect on the relationship between social media marketing and purchase intention. This study has implications for hospitality marketers and hoteliers.
- Subjects
SOCIAL media in marketing; VALUE (Economics); HOTEL reservation systems; HOTEL marketing; STRUCTURAL equation modeling; INTENTION; ELECTRONIC books
- Publication
DLSU Business & Economics Review, 2022, Vol 31, Issue 2, p125
- ISSN
0116-7111
- Publication type
Article